the midnight oil group

What the midnight oil group does

The midnight oil group is a full-service digital marketing and creative agency founded in 2012 and headquartered in Birmingham, Michigan. The firm offers an integrated marketing services portfolio spanning branding, social media management, digital advertising (Google Ads and LinkedIn Ads), website design and development, graphic design, email marketing, public relations, content creation (including photography and videography), and SEO. Its client roster covers more than ten verticals—including restaurants, salons, retail grocery, automotive aftermarket, beauty and cosmetics, pet care, golf, and B2B technology—with a mix of small businesses, mid-market accounts, and select enterprise engagements, notably a multi-location salon group (400+ locations) and an automotive aftermarket manufacturer.

The company does not operate a proprietary technology platform; service delivery relies on standard industry tooling, including MailChimp for email marketing, Google Ads and LinkedIn Ads for paid media, and WordPress, Squarespace, and Wix for web builds. AI is applied at a basic, process-automation level—post scheduling, brand mention monitoring, chatbot interactions, content suggestion generation, and real-time ad-spend bid optimization—with the firm explicitly positioning human creativity as central to its offering. It is privately held, founder/partner-led (Deanna Backos identified as partner), bootstrapped with no disclosed outside funding, and concentrated geographically in Southeast Michigan with select out-of-state engagements (e.g., a pet retailer in Austin, Texas).

Revenue is generated through professional-services engagements acquired via direct outreach, industry relationships, referrals, and inbound channels. Pricing is quote-based and not publicly disclosed; engagements are structured as project fees or monthly retainers. The agency markets itself through its own website and blog, organic social media, email newsletters, and PR-driven earned media, demonstrating in-house execution of the services it sells.

Name

the midnight oil group

Legal name

the midnight oil group

Website

https://themidnightoilgroup.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Full-service digital marketing and creative agency founded in 2012 in Birmingham, Michigan, providing integrated branding, advertising, social media, website, email, PR, content, and SEO services to SMB and mid-market clients across diverse industries.

Ownership category

akta.pro rank

Headquarters

HQ city

Birmingham

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Digital Marketing Services: The company generates revenue through providing comprehensive digital marketing and creative services including branding, social media marketing, digital advertising, website design and development, graphic design, email marketing, public relations, and content creation. Revenue is likely derived from project fees, retainer agreements, and/or hourly consulting engagements for business clients.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

the midnight oil group is a full-service digital marketing and creative agency that provides branding, social media marketing, digital advertising, website design and development, graphic design, email marketing, public relations, content creation, and SEO services to small and mid-market businesses. The agency operates on an integrated, single-roof model, bundling strategy, creative, and execution across all marketing channels for each client engagement.

Product overview

The midnight oil group is a full-service digital marketing and creative agency that offers a comprehensive suite of marketing services under one roof. Their core service portfolio includes Branding, Social Media Marketing, Digital Advertising, Website Design, Graphic Design, Email Marketing, Public Relations, Content Creation, and SEO. The agency operates on a 'comprehensive approach' philosophy, believing that digital marketing is most effective when all elements work together. Services are typically offered as bundled solutions, with the agency providing strategic consulting, creative development, and ongoing management across all marketing channels. The company handles everything from brand identity development to digital execution, emphasizing that housing all marketing services under one roof allows them to ensure business and communications goals are aligned and data is measured and tracked effectively.

Differentiator

Problem solved

Functional benefit

Products and services

• Branding Strategic brand development including logo design, brand guides, brand voice and personality templates. The agency develops visual brand identities for start-ups and refreshes brands for legacy companies.
• Social Media Marketing Full-service social media management including content creation, scheduling, posting, engagement, customer service, and social media advertising across platforms including Facebook, Instagram, Twitter, LinkedIn, and Pinterest.
• Digital Advertising Comprehensive digital advertising including social media advertising, Google Ads (Performance Max, Lead Gen, Search, Local, Gmail, YouTube, Display ads), search engine marketing, remarketing, and display advertising.
• Website Design Website design, development, and programming services including e-commerce websites, informational websites, content management, SEO setup, and ongoing maintenance and updates.
• Graphic Design Print and digital design services including logos, catalogs, brochures, mailers, advertisements, large-scale retail displays, POS signage, and other marketing collateral.
• Email Marketing Strategic e-marketing programs including custom design, programming, content creation, scheduling, and automation. Services include e-blasts, newsletters, promotional campaigns, and email marketing strategy using platforms like MailChimp.
• Public Relations Public relations services including media outreach, press releases, media relations, and coverage across online, print, and TV platforms. The agency maintains relationships with editors, producers, bloggers, and writers.
• Content Creation Comprehensive content creation services including photography, videography, copywriting, blog writing, social media content, video production, script writing, voice over work, and animation.
• SEO (Search Engine Optimization) Search engine optimization services including website audits, keyword research, on-page optimization, content strategy, local SEO, and ongoing SEO maintenance and reporting.

Quantifiable outcome

• Beach House Day Spa: Increased online appointments by 178.3% (2019 to 2020)
• +2 more outcomes

Named customers16 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability3 records

Scale indicators1 record

Recent moves3 records

Expansion highlights3 records

Broad incumbents

• AMP Agency: Full-service digital marketing and creative agency with brand strategy, content, media, and technology capabilities. Comparable in creative and digital integration though typically serves larger enterprise clients.
• Tinuiti: Larger independent performance marketing agency spanning paid media, SEO, social, and commerce media. Overlaps with the midnight oil group's digital advertising and SEO offerings but serves larger clients and has a national footprint.

Direct peers

• KlientBoost: Digital marketing agency focused on PPC, SEO, and conversion optimization for SaaS and e-commerce clients. Comparable in digital advertising and SEO offerings, though with more performance/specialist positioning.
• Ignite Visibility: Full-service digital marketing agency offering SEO, paid media, social media, email marketing, and website design. Comparable in service mix and mid-market focus, with similar bundled-service positioning.
• Disruptive Advertising: Digital marketing agency specializing in paid media, SEO, and social media advertising for mid-market and enterprise clients. Comparable in service breadth across digital advertising, SEO, and creative, though with stronger paid-media emphasis.
• WebFX: Full-service digital marketing agency offering SEO, web design, social media, content marketing, and digital advertising to SMB and mid-market clients. Closely comparable in service mix, target customer profile (SMB/mid-market), and project-plus-retainer model.
• R2integrated: Full-service digital marketing and technology agency offering strategy, creative, media, and analytics. Comparable in full-service integrated model targeting mid-market and enterprise clients.
• Power Digital Marketing: Full-service digital marketing agency serving mid-market and enterprise brands with SEO, paid media, content, social, and design services. Comparable in service breadth and growth-stage client focus.
• LYFE Marketing: Social media and digital marketing agency serving small and mid-sized businesses with branding, content, social media management, and digital advertising. Comparable in service scope, SMB focus, and full-service positioning.

Emerging players

• Mayple: Marketplace-based marketing services platform connecting SMBs with vetted marketing talent across digital, content, and creative categories. Comparable in target SMB customer segment and broad digital service offering, but operates a different delivery model (curated talent marketplace vs. in-house agency).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/midnightoilgrp
• Facebookfacebook.com/midnightoilgroup
• LinkedInlinkedin.com/company/the-midnight-oil-group
• Instagraminstagram.com/midnightoilgrp

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about the midnight oil group